Lesson 2.1

Question 1

What defines Innovators

Answer 1

o Successful, sophisticated people who have high self-esteem
o They are motivated by achievement, ideals and self-expression
o Image is important to these consumers

Question 2

What defines Thinkers

Answer 2

o Ideal motivated people
o Mature, reflective who value order and knowledge
o Have relatively high incomes and are conservative, practical consumers

Question 3

What defines Achievers

Answer 3

o Have an achievement motivation and are politically conservative
o Lives centre largely on church, family and career
o Image is important to this group and they prefer to purchase prestige products

Question 4

What defines Experiencers

Answer 4

o Self-expressive consumers who tend to be young, impulsive and enthusiastic
o These consumers value novelty and excitement

Question 5

What defines Believers

Answer 5

o Similar to thinkers as they are ideal motivated and conservative
o Follow routines, live largely centre on home, family and church
o do not have the resources of thinkers

Question 6

What defines Strivers

Answer 6

o Achievement motivated, but do not have the resources of achievers
o Shopping is a way for them to demonstrate their ability to buy others

Question 7

What defines Makers

Answer 7

o Motivated by self-expression
o Fewer resources than the experiencers
o Tend to express themselves by their activities such as raising children fixing cars or building houses

Question 8

What defines Survivors

Answer 8

o Very low resources ad are constricted by this lack of resources
o Tend to be elderly consumers who are concerned with health issues who feel the world is changing too quickly
o Not active in the marketplace because their primary concern centre around safety, family and security